Trade Marketing

In: Business and Management

Submitted By farevs
Words 790
Pages 4

Gabriel Olamendi

Hasta hace todavía pocos años, la relación entre fabricantes y distribuidores estaba marcada por un reparto de roles muy claro: el industrial era responsable del desarrollo de las marcas y de la comunicación con el cliente final, mientras el distribuidor se ocupaba de poner a disposición del consumidor en el punto de venta los productos adquiridos al mejor precio posible.
El Trade Marketing supone un nuevo enfoque del fabricante para generar negocio consiguiendo que el canal de distribución se ponga de su lado y colabore conjuntamente en beneficio mutuo.
Su desarrollo implica una gestión que integra: comunicación, promoción del punto de venta, merchandising, reposición y cualquier actividad competitiva que actúe sobre la decisión final de compra (alrededor del 70% de estas decisiones se toman en el punto de venta).
En la práctica, las empresas deben planificar la dimensión y desarrollo del Trade Marketing en función de sus necesidades, asignando un presupuesto para la ejecución de las tareas a su cargo y siempre en el marco del plan comercial.
Fabricantes y distribuidores, en armonía b Lograr la meta de llegar al mercado con nuestros productos, ser la elección de los consumidores y ampliar nuestra participación en el mercado ya no se reduce a fabricar el producto y empujarlo hasta el punto de venta. b Para poder vender resulta fundamental aplicar diplomacias que tengan como objetivo ver al punto de venta como un socio y no como un competidor. b Y para alcanzar este objetivo debemos convertir al canal en un socio estratégico capaz de expresar los valores y el mensaje con los que nuestra empresa pretende captar al consumidor. b ¿Cómo conseguir esta armonía? Pensando alternativas que resulten atractivas para el canal y que sean percibidas como generadoras de beneficios.

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